As enterprises rush to accelerate the delivery of effective account-based marketing programs, the platforms which support it have become a critical bottleneck. Enterprise organizations have a sophisticated go-to-market approach, with specialized teams focused on products or geographies and subject matter experts who compose their ABM program development. This sophisticated go-to-market approach creates a paramount need for ABM to be actionable across all teams, driving the need for a multitenant, collaborative platform.
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By now, account-based marketing (ABM) is a proven revenue driver for B2B marketers — but some companies realize more benefits than others. And as new primary research from MRP and Demand Metric reveals, there are specific best practices that set ABM leaders apart from the pack – ones that any marketer can replicate in their own organization to boost ROI.
Enterprise business models, sales and marketing have been dramatically disrupted in the last year, creating new opportunities and challenges for connecting with complex target accounts who are undergoing changes of their own. With 81% of enterprise marketers planning to increase account-based marketing (ABM) investment in the upcoming year, B2B marketing is increasingly strategic and visible - and the need for data-driven, connected and coordinated ABM is more important than ever.
As 2021 heats up, ABM investment is increasing, but there’s no going back to business as usual - and doing more of the same doesn’t equate to sales and marketing success. MRP is proud to announce the “Summer of ABM'', a first-ever event series designed to equip enterprise marketers with the research, insights, and best practices to succeed as marketing velocity accelerates and channels multiply.